While traditional marketing channels like billboards, for-sale signages and networking still have a place in the sales funnel, there’s no doubt that social media is one of the most important marketing tools for real estate agents in 2025.
Whether you’re a real estate agent or a property manager, here are eight social media real estate statistics that should inform your marketing strategy.
8 real estate social media marketing statistics
1. 63% of real estate agents use social media to advertise listings
According to the National Association of Realtors (NAR), nearly two-thirds (63%) of agents now use social media to promote listings. 57% of agents use social media daily as part of a marketing strategy. The same NAR study also highlighted Facebook as the most popular social media platform for real estate; 97% of agents use Facebook to market themselves and property.
2. 71% of buyers say they are more likely to work with agents who have a strong social media presence
Data from REsimpli shows that at least 7 out of 10 buyers prefer working with a real estate agent who is active on social media. Whether you like it or not, building a genuine social media profile is a trust indicator, allowing potential buyers to get to know you and your expertise before getting in touch.
3. Videos on social media generate 12 times more shares than text and image content combined
According to G2, video content performs significantly better than static posts – video is shared 12 times more than text and image-only posts. Video content like virtual home tours are a must to reach more potential buyers.
Real estate videos on social media have an average view-through rate (VTR) of 23.31% (Wyzowl). Combined with NAR study data which states real estate listings with videos receive over five times more inquiries than those without, it’s clear that creating video content is no longer optional to stay competitive.
4. 54% of real estate agents found social media to be the best source of high-quality leads
More than half of real estate professionals surveyed by NAR said social media brings in the best quality leads. Social media platforms offer targeted advertising and direct messaging so agents can reach specific buyer segments who are more serious about buying property.
5. Instagram ads have the highest engagement rate (3.7%) compared to other social media platforms for real estate businesses
Instagram is well-suited to real estate marketing, thanks to its visual format. Real estate businesses see an average engagement rate of 3.7% on Instagram, higher than on most other social media platforms. (Hootsuite)
According to NAR, a significant proportion of agents use Instagram (62%) and Facebook (97%). There is also a growing trend among real estate agents using TikTok. Although the TikTok user base skews significantly younger, the platform offers opportunities to build brand awareness and educate future homebuyers.
6. 57% of agents believe social media helps maintain client relationships
NAR reports that over half of real estate agents believe that social media plays a critical role in staying in touch with past clients.
The NAR study also found that 66% of recent sellers used an agent due to a referral or past transaction, showing the value of maintaining long-term relationships with clients.
7. 99% of millennials and 90% of baby boomers search for a home online
According to NAR, nearly all (99%) millennial and baby boomer (90%) buyers start their property search online. A study by Forbes also found that 46% of Generation Z and 35% of millennials prefer to search on social media rather than search engines like Google.
This means that real estate professionals must have a presence on social media, or potentially risk losing out on a younger market of homebuyers.
8. Less than half of all real estate professionals (47%) have confidence in their social media skills
More than half of all real estate professionals do not feel confident in using social media effectively to generate leads, reach buyers, and establish a personal brand online. (NAR)
Instead of relying on external agencies for social media marketing support, independently managing a social media profile saves costs and gives agents more opportunities to respond quickly to new trends and inquiries.
Entry Education offers a social media course for real estate agents, suitable for newcomers to the industry and seasoned agents looking to optimise their marketing strategy. Learn from industry experts on how to attract more and higher-quality leads through social media marketing for platforms like Facebook, Instagram, and LinkedIn. Learn at your own pace with full access to the course materials.
